Mad in Italy came to life in 2010, in the province of Belluno, northeast Italy, in what can be defined as the "Silicon Valley" for the eyewear industry.
The project was founded by frame manufacturer Vista Eyewear who played with the words Made in Italy to express their Italianness and a little bit of crazy creativity. The factory combined more than thirty years of experience with a hint of irony.
To dedicate even more focus and energy to the brand, in 2018 Mad in Italy S.r.l. was founded. A company dedicated to lifting the brand to a higher level and worldwide distribution.
The company's warehouse is in Alano di Piave and remains rooted in Italy, where women and men dedicate their careers to this small but also fundamental object of design.
The brand values are strictly connected to the collective image of Italy and the love of life.
Brand values: Madness, Beauty and Joy.
Mad in Italy is inspired by the hint of madness that characterizes the Italians. A chromosome that doesn't make them crazy, but makes them do those fantastic things that are on edge between madness and normality. It's something smart and sophisticated, hard to put your finger on but clear when it is completed, from the smallest object to the most significant piece of art.
Mad in Italy is inspired by the beauty of Italy. It's an area incredibly blessed with breathtaking natural beauty and the highest number of cultural heritage globally. The brand wishes to celebrate its beautiful country in different ways, from the name of the glasses to the advertising campaigns.
Mad in Italy aims at spreading a message of joy, the essential value nowadays. By wearing a Mad in Italy frame, we hope to inspire to enjoy the smaller things in life, like the taste of a good meal… Better if it's pasta! :)
Product values: creativity, good taste and lightness.
Mad in Italy's madness stimulates creativity, present in Italy's DNA. In Mad in Italy's frames, key factors are merged creatively. First of all, colour, which is selected carefully by following trends. Second: technology, used in the production process and the frames' structure, and last but not least materials, often innovative for the eyewear field. Madness is a critical distinguishing factor without ever being extravagant.
Italy's past gives Italians the gift of good taste and a sense of beauty. Thus, Mad in Italy seeks harmony in all projects and unites balanced shapes, colours and technology. Thanks to this and many other features Mad in Italy's collection is never bold but always stands out.
Lightness. Mad in Italy's eyeglasses are a eulogy to live life in a light and playful way. One of the first steps for the Mad team is to look at things by wearing light, comfortable, and perfectly fitting glasses. The second step is to have a bit of self-irony, and Mad in Italy underlines this by naming its frames with silly names that make you smile… And challenge your Italian pronunciation! :)